background preloader


Facebook Twitter

Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference by William Baker, J. Wesley Hutchinson, Danny Moore, and Prakash Nedungadi. Search results. Air France : Portrait de marque - PORTRAIT DE MARQUE. Funny business: Why use humor in B2B marketing? At first glance, humor doesn’t really fit the B2B industry’s stern and stoic demeanor.

Funny business: Why use humor in B2B marketing?

After all, why should it? Wouldn’t business men clowning around drive away customers with their “unprofessional” behavior? Not according to Tim Washer. A Good Dose of Humor. Do you have trouble falling asleep, staying asleep, and getting through the day?

A Good Dose of Humor

Don’t turn to a sleeping pills at night, just crack open a B2B technology whitepaper, it will make you dose off instantly. Let’s be honest, 90% of B2B brands are extremely bland, boring and dry. In this post I’m going to discuss some of the problems with current marketing communications, as well as share some examples of companies who are doing it right and getting positive ROI. The Problem The B2B space has a serious communication issues with both the visual imagery presented and the copywriting used. I’m sick of those cliché and overused stock photos in the marketing collateral of business-to-business companies.

, Author at BallantyneTaylor. You know all those B2B marketing whitepapers, articles and blogs heralding the benefits of content generation?

, Author at BallantyneTaylor

They forgot to tell you something. Despite the fact business buyers genuinely want and need relevant information, we're in danger of drowning them. Content has reached a tsunami-like state. Articles are more likely to be shared when the share buttons are at the top, because people are just reading the headlines. An article like this one, a lot of text and no pictures, requires an intrepid soul with an unusually durable attention span to reach the final full stop. We humans now produce the same amount of information in 48 hours as we did from the dawn of civilisation up until 2003.

Just to power the digital warehouses that house all this new data takes roughly the equivalent of the output of 30 nuclear power plants. Forbes Welcome. Cours et exemple carte mentale. Les mots qui déclenchent le spam. The Customer Journey to Online Purchase. More Often an Assist InteractionMore Often the Last Interaction DirectBrand Paid SearchGeneric Paid SearchReferralOrganic Search Brand Paid SearchDirectDisplay ClickEmailGeneric Paid SearchOrganic SearchReferralSocial Choose an industry, business size and region to see how digital marketing channels influence a typical buyer before the sale.

The Customer Journey to Online Purchase

Channels to the left tend to play an early and assisting role in the typical sale. Channels to the right are more likely to be the last interaction before a purchase. Large businesses > 10K ecommerce transactions in 45 days. Your Brand Paid Search campaign may have a different impact on your customers depending on when they interact with it. Beginning: Interactions occur in first 25% of purchase path. Today’s Customer Journey. Why Emotion Matters in B2B Marketing. Editor's Note: Today's post comes courtesy of Chuck Green, a marketing and business writer for the past 30 years.

Why Emotion Matters in B2B Marketing

His work has been published in the Chicago Tribune, Los Angeles Times, Wall Street Journal, San Francisco Chronicle, Washington Post, and more. From LEGO's heartwarming father-son moment to Dove Beauty's touching ode to female self-esteem, B2C marketers know there's no better way to pluck the heart strings than through good, old-fashioned emotion.

But when courting B2B audiences, marketers too often forget to factor in the human side of decision-making. And industry experts agree: B2B customers respond just as strongly to emotional appeals as their B2C counterparts, if not more so. In fact, to most effectively reach customers, emotion should be a central tenet in the sales pitch of B2B marketers, says Bob Leonard, owner of B2B marketing agency acSellerant Studios. Of the nine B2B brands studied, seven forged emotional connections with more than 50% of their customers. Les métiers déchiffrés avec Merci Alfred - Il était une pub. On a tous connu ce moment un peu gênant à un repas de famille où il faut parler de son boulot…et que les 3/4 des personnes à la table ne comprennent pas un mot de ce que l’on raconte, surtout quand on bosse dans la publicité, ou plus généralement dans le web…

Les métiers déchiffrés avec Merci Alfred - Il était une pub

Building a Brand Platform. StrategicBrand_Dec.pdf. Notre assortiment. Marketing fondamental : Cibler et se positionner [1/2] Innovation & Innovation Ouverte chez Schneider Electric. Lors du séminaire « L’innovation, la convergence des approches » co-organisé par INOVA et Alma Consulting Group, Xavier Bonnaud, Responsable Innovation du département Service Industrie de Schneider Electric, a présenté certains aspects de la politique d’innovation chez Schneider.

Innovation & Innovation Ouverte chez Schneider Electric

PRESANS, acteur de l’Open Innovation, a recueilli ses propos. Pull and Push - Définition du glossaire marketing. Future Proof Design and the Platform Design Canvas. Evian » Plateforme de marque. Comment imaginez-vous les bureaux et les espaces de travail en 2025 ? Quelle sera la tendance dominante ? The Radio Experience.

Votre marque n'est pas communautaire ! - TRIBUNE. Les médias sociaux ont bousculé les règles établies jusque là dans la communication et la relation des entreprises avec leurs clients.

Votre marque n'est pas communautaire ! - TRIBUNE

Comment protéger son compte Twitter (et le récupérer quand il a été compromis) Non, l'AFP n'a pas publié ces photos pro-Assad.

Comment protéger son compte Twitter (et le récupérer quand il a été compromis)

Et Burger King n'avait pas habillé son compte aux couleurs de Mcdonald's. Comme les pourtant plus geek Gizmodo et Wired, leurs comptes Twitter a été piraté, une mésaventure qui peut arriver à n'importe qui. S'il n'est pas possible d'éviter le risque zéro, des mesures permettent de compliquer la vie des hackers. Que faire quand son compte est piraté? Les symptômes: vous ne pouvez plus vous connecter, votre compte se met à tweeter tout seul ou vos amis reçoivent du spam en message privé. 1. les hackers ont changé votre mot de passe.

Nature & Découvertes - Wall.